Well&Truly | Creating lift off for Leicester Children’s Hospital Appeal
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Creating lift off for
Leicester Children’s
Hospital Appeal

The East Midlands is the only region in the UK without a dedicated children’s hospital. And in Leicester, whilst there are three hospitals, each with their specialist focuses, it can often mean that children are moved between two, if not three hospitals for their treatment and on-going care. Adding to what is already a very stressful time for children and their parents and carers.

_The Challenge

 

We started by working with the team at the charity to devise the strategy for launch and where we would be focussing our efforts. Being a small regional charity, budgets were not huge so we needed to make every penny work hard for us. 

 

We started by identifying and defining 6 different target audience groups. From the ‘everyday supporter’ who would help to share our message and join the conversation, through to fundraisers, eventers, corporate donors and high net worth individuals. We mapped out their motivations and the core messages that would resonate most strongly with them. 

 

We developed an overarching story and value proposition and agreed the use of language and key phrases that would form the basis of our campaign.

We developed an integrated marketing strategy and 18-month activity programme to take us from launch, to
the end of the first phase of the appeal, agreeing KPIs and targets for the first year.

 

We implemented the first paid for social campaign – focusing on the general Leicester public – those who would support us, join our conversation, make small donations or become a regular monthly donor.

_Creative Approach

 

This creative idea is all about harnessing the power of the cause. We wanted to open the community’s hearts in order to open their wallets. We wanted to show the need for the new hospital – rather than simply the desire for it. As such, this is a campaign that has children at its heart. We wanted to make the need visible and real, whilst providing an uplifting feeling about the great work that is already happening in the Leicester Hospitals.

 

#dothemproud is a call for the people of Leicester and the wider East Midlands to build something that the younger generation will benefit from for many years to come. Our community’s children are depending on us, and by coming together as a community, we can help give these children the care they deserve.

 

The idea offers an opportunity for Leicester to create a lasting legacy for it’s children, something our children – and everyone involved – can be proud of.

The space theme and rocket were already used on existing children’s wards and form a key part of the designs for the new hospital. Therefore it was important to utilise this for the look and feel of the campaign.

_Social Strategy

This creative idea is all about harnessing the power of the cause. We wanted to open the community’s hearts in order to open their wallets. We wanted to show the need for the new hospital – rather than simply the desire for it. As such, this is a campaign that has children at its heart. We

We are currently working on an on-going basis with the charity on a paid social media campaign to build support and donations for the campaign. Focused on targeting supporters – those who will join the conversation and help to share our plight, fundraisers and eventers who will hold fundraising events, or take part in sponsored events and finally, people who would sign up to make a regular monthly donation to the campaign.